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Web‐Based Chatting: Consumer Communication in Cyberspace
Author(s) -
Zinkhan George M.,
Kwak Hyokjin,
Morrison Michelle,
Peters Cara Okleshen
Publication year - 2003
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp13-1&2_02
Subject(s) - cyberspace , web application , internet privacy , psychology , computer science , advertising , world wide web , the internet , business
The World Wide Web has the potential to change much about consumer behavior and consumer communication. Web‐based chatting, the focus of this study, is one example. In this article, we provide an illustrative description of various consumer chatting situations, examine the motivations underlying Web‐based chatting, and discuss the ways in which chatters act as “naive marketers” in their attempt to attract chatting partners. Using information gathered through the combined use of an Internet survey and a content analysis, we explore five research questions: who chats, why individuals chat, how chatters communicate, what links exist between Web chatting and other consumer behaviors, and which factors lead to a successful chatting experience? The findings provide some insight into how consumers market themselves in cyberspace and the effectiveness of their “personal advertisements” in attracting other chatters.